Does Non-Diagnostic Touch of Business Documents Affect the Judgment of Professionals and Institutions?

Cindy Caldara, University of Grenoble, France
Jessica Gerard, University of Grenoble, France
Two studies show that even when touch is non-diagnostic, it can affect consumers’ confidence on both professional persons and institutional entities (grad school) through the haptic characteristics (paper thickness and/or texture) of their business cards and brochures, respectively. The implications for design of emblematic professional documents are discussed.
[ to cite ]:
Cindy Caldara and Jessica Gerard (2013) ,"Does Non-Diagnostic Touch of Business Documents Affect the Judgment of Professionals and Institutions?", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.